Module Identifier MRM8110  
Module Title MARKETING AND ENTREPRENEURSHIP  
Academic Year 2007/2008  
Co-ordinator Mrs Nerys Fuller-Love  
Semester Intended for use in future years  
Next year offered N/A  
Next semester offered N/A  
Other staff Professor Robert E Morgan  
Mutually Exclusive MMM1210 , MMM3310  
Course delivery Lecture   22 Hours.  
  Seminars / Tutorials   11 Hours.  
Assessment
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours  50%
Semester Assessment  50%
Supplementary Exam2 Hours  100%

Learning outcomes

On successful completion of this module students should be able to:
Identify the concepts, processes and skills required to market goods and services in a small business.

Describe the key requirements of a marketing plan and its implementation.

Design a market research survey for a small business.

Plan and describe the development of new products and services.

Aims

The aim of this module is to introduce marketing topics such as marketing management, marketing strategies within the context of the small business.   This module will be taught through the medium of Welsh.

Brief description

This mdoule will introduce the latest theories in the field of Marketing and Marketing Research with particular reference to small businesses and entrepreneurship. This module will offer students the opportunity to research and discuss the topic. During the module there will be an emphasis on the importance of Marketing to small businesses and how to undertake market research.

Content

Definition of Marketing
Strategic Marketing
Consumer Behaviour
Branding
Segmenting the market
Advertising and E-marketing
Developing new products and services
Market Research

Reading Lists

Books
B Kenny and K Dyson Marketing in a Small Business Routledge
D Carson, S Cromie, P McGowan and J Hill Marketing and Entrepreneurship in SME's: An Innovative Approach Prentice Hall

Notes

This module is at CQFW Level 7